Choose Your Own Adventure! A Digital Innovation Odyssey
Pam Johnston
FRONTLINE
As FRONTLINE’s Senior Director of Strategy & Audience, Pam plays a crucial role in building audience, brand, buzz, and membership for PBS's iconic investigative journalism series. Pam is an award-winning multimedia strategist with deep hands-on experience in the fast-paced, rapidly evolving world of audience development. She is obsessed with creating world-class content that reaches audiences natively across platforms in ways that are imaginative, engaging and memorable. Pam oversees everything that touches FRONTLINE’s brand, including social media, marketing, publicity, live events, advertising and strategic partnerships. Her efforts have resulted in tremendous growth across all key platforms, including Broadcast (up 9%), Web (up 30%), Facebook (up 530%), Twitter (up 400%), Instagram (up >5,000%) YouTube (up >10,000%), and email subscriptions (up >10,000%). She creates world-class, cross-platform strategies for FRONTLINE that have resulted in multiple honors and distinction, including the 2017 Webby Award for best social media content in the news & information category.Prior to joining FRONTLINE, Pam built and led the new media team at the world renowned Lahey Health System. While there, she created and powered a robust social media strategy for the hospital group from the ground up.Pam was Vice President of Member Experience at Gather.com before joining Lahey. As a core member of the executive team, Pam oversaw editorial, marketing, and member support for the cutting edge social media start-up.Pam spent 16 years in the local TV news space before joining the world of digital media. She quickly rose through the ranks, working as a reporter, producer, executive producer and ultimately news director. As news director at WLVI in Boston, Pam led staff of more than 50 people. She is proud to be the recipient of various news awards and accolades including multiple regional Emmy awards and inclusion in Boston Magazine's Most Powerful Women list.Pam holds a BS in communications from Syracuse University and resides in Marlborough, MA with her husband and two teenage children.
Carla Borras
WGBH - FRONTLINE
Carla Borrás is the Director of Digital Video for FRONTLINE, PBS’ flagship investigative journalism series. She oversees digital video production and strategy, working with FRONTLINE’s producers, editors, and journalists to create smart engaging video that is shared with audiences across platforms. Borrás, a self-described documentary nerd, was instrumental in launching FRONTLINE's virtual reality efforts. She is passionate about seeking out great stories, as well as the best way to tell them. Prior to jumping at the chance to join FRONTLINE in 2008, she worked on features and nonfiction programming for the Discovery Channel, Sony Pictures and truTV. Borrás graduated from Harvard University with a B.A. in psychology.
Abstract
Come to this session with your smartphone charged because you will be using it! This is not your mom’s conference panel. FRONTLINE is going to take you on a digital platform odyssey and YOU get to be the captain. The culture... [ view full abstract ]
Authors
- Pam Johnston (Organisation: FRONTLINE, Speaker Consent and Release: -)
- Carla Borras (Organisation: WGBH - FRONTLINE, Job Title: -, Speaker Consent and Release: -)
Topic Areas
Possible Topics: Professional Development , Possible Topics: Trends & Future Tech
Session
T1700-GBD » Choose Your Own Adventure! A Digital Innovation Odyssey (17:00 - Thursday, 5th April, Grand Ballroom D)
Presentation Files
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